Snehashish roy
Filmmaker Karan Johar has criticised Bollywood’s growing dependence on paid publicity and aggressive marketing strategies, saying the trend has blurred the line between genuine audience response and manufactured hype.
In a recent interaction, Johar said the industry’s public relations culture has gone into “overdrive,” with promotional efforts increasingly overshadowing the actual quality of films. He noted that it has become difficult to distinguish between organic appreciation and content driven by paid campaigns.
Highlighting the impact of such practices, Johar remarked that even basic praise now often appears transactional. According to him, compliments and endorsements can be influenced by money, making it harder for audiences and industry insiders alike to assess what is genuinely resonating.
The filmmaker stated that the current ecosystem has reached a point where “everything is available at a price,” suggesting that visibility and perception in the industry are increasingly shaped by financial backing rather than merit alone.
Johar’s comments came in response to a discussion on evolving publicity tactics in Bollywood, including unconventional promotional strategies adopted by actors to create buzz around their projects. He pointed to instances where marketing gimmicks and curated public appearances are used to maintain visibility and generate attention.
While clarifying that he is not opposed to marketing as a concept, Johar emphasised the need for balance. He said promotion is an essential part of filmmaking but should not replace the core value of content. According to him, excessive reliance on PR risks diluting authenticity and can create confusion about a film’s actual reception.
He also urged actors and filmmakers to allow their work to speak for itself rather than depending heavily on image-building exercises. Johar suggested that scaling back on excessive publicity could help restore credibility and trust within the industry.
The remarks have sparked conversation within the industry and on social media, with many users echoing concerns about the increasing role of curated narratives and sponsored visibility in shaping public opinion. Others have pointed out that marketing remains a critical component of the film business, particularly in a competitive and content-heavy landscape.
Johar, known for being both a prominent filmmaker and an outspoken commentator on industry trends, has often addressed the changing dynamics of Bollywood. His latest comments add to a broader debate about authenticity, audience perception and the role of publicity in modern cinema.
The discussion comes at a time when digital platforms and social media have amplified promotional strategies, making it easier for content to gain visibility but also raising questions about transparency and credibility.